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SEO is short for Search Engine Optimization. This is the process of improving the visibility of a website on organic (“natural” or unpaid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website.
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A successful campaign will have carefully select and relevant keywords; which the on-page optimization will be designed to make prominent for search engine algorithms.
It’s broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).
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There 2 types of SEO: The white hat and the black hat.
White hat utilizes techniques and methods to improve the search engine rankings of a website which don’t run afoul of search engine (mainly Google) guidelines. This one includes high-quality content development, website HTML optimization, and restructuring, link acquisition campaigns supported by high-quality content and manual research and outreach.
Black Hat exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques and methods are in direct conflict with search engine guidelines. This one includes link spam, keyword stuffing, cloaking, hidden text, and hidden links.
Furthermore, this whole process is often seen as a good way to avoid spending money on advertising; by attaining high rankings in the organic search engine results. Not only is this not the true purpose of search engine optimization, it can, in fact, be a dangerous way to conduct business.
It is common practice for Internet search users to not click through pages and pages of search results, so where a site ranks on a search results page is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search; the greater the chance that that site will be visited by a user.
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